Connected TV (CTV) share of the ads served rose 38 per cent, compared to 31 per cent for mobile and 21 per cent for desktop. Tablets accounted for just nine percent of impressions.

Extreme Reach found that completion rates for commercials on connected TVs rose slightly to 95 per cent from a year ago.

The completion rate for connected TV ad is 27 per cent higher than for desktops and 32 per cent higher than with mobile.

“The CTV opportunity is one that advertisers are increasingly leveraging, and the impact that’s having on ad length, while unexpected, makes complete sense,” said Mary Vestewig, senior director, video account management at Extreme Reach.

“I expect we’ll see even more exciting changes driven by CTV as consumer adoption grows and technology for targeting and measurement evolve.”

Based on their findings, Extreme Reach suggests:

CTV will take an increasingly large share of advertising budgets as adoption increases and targeting capabilities improve

Brands will continue to opt to pay higher rates for the viewability and brand safety assurances that come with premium inventory.

The number of 30-second ads will increase at a pace similar to the increase in CTV impressions

The availability of more large-screen mobile devices will render tablets insignificant to advertisers in the near future